Glam Media to acquire AdPortal

August 13, 2010 — Fusion DigiNet

Glam Media, the vertical media company for women,is to acquire AdPortal, a publisher advertising-technology startup.

“Glam Media’s heart and soul is about publishers and professional social media content,” said Samir Arora, chairman and CEO of Glam Media. “With the acquisition of AdPortal, we are launching ‘GlamAdapt for Publishers,’ a one-stop solution to web-enable all digital inventory for existing and emerging demand sales channels. AdPortal will bring one of the most advanced technology products to the recently announced next generation GlamAdapt Platform designed for Brand Advertising.”

“Our goal with AdPortal has always been to empower publishers to make the most use of their premium inventory, while making it easy for advertisers to get their message in front of the people they want to target,” said Robert Tas, CEO and Founder of AdPortal, a former SVP of Media & Technology at 24/7 and one of the founders of Tacoda. “We are thrilled to be a part of Glam Media and integrate AdPortal into GlamAdapt, now a full alternative ad-tech platform for premium brand advertising.”

Tas will be joining Glam Media as Vice President of GlamAdapt Platform.

“Linden Lab has had success with AdPortal, allowing us to drive greater value for our premium inventory,” said Robin Ducot, VP of Web Development at Linden Lab. “We are pleased that AdPortal is becoming part of GlamAdapt, and look forward to working with Glam Media to drive innovation around audience packages, brand-focused analytics, and advanced ad formats.”

AdPortal is a Silicon Valley venture-funded spinoff of Sportgenic, with investors including top-tier VC firms SoftTechVC and Greycroft Partners, key Silicon Valley startup investors and a list of premium publishers. AdPortal’s San Francisco-based employees will join the Glam Media ad products team in Silicon Valley.

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